PENGARUH MEREK, HARGA DAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN NIVEA DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH PALEMBANG

Abstract

Diasayu Syahlicha / 212017135 / 2021 / The Effects of Brand, Price and Distribution on Nivea Purchasing Decision at Economics and Business Faculty of Universitas Muhammadiyah Palembang.

The formulation of the problem in this study was to find out whether there was any effects of brand, price and distribution on Nivea purchasing decision at Economics and Business Faculty of Universitas Muhammadiyah Palembang. This study aimed to determine the effect of brand, price and distribution on Nivea purchasing decision at Economics and Business Faculty of Universitas Muhammadiyah Palembang. This type of research was associative by using the variables brand, price and distribution on purchasing decisions. The population in this study were students at Economics and Business Faculty of Universitas Muhammadiyah Palembang who were infinite and the sample was determined as many as 100 people who were taken by purposive sampling technique. The data used in this study were primary data and data collection techniques was through questionnaires. Furthermore, the data analysis technique used quantitative qualitative analysis and multiple linear regression analysis. The results of this study indicated that brand, price and distribution simultaneously and significantly gave an effect on Nivea purchasing decision. In partial test, brand and distribution variables had a positive and significant effect on Nivea purchasing decision at Economics and Business Faculty of Universitas Muhammadiyah Palembang, while the price variable had no significant effect on Nivea purchasing decision at Economics and Business Faculty of Universitas Muhammadiyah Palembang.